|The ''Most Wonderful Time Of The Year'' Returns To Staples With The Push Of An Easy Button; New TV Advertising Shows How Staples Makes It Easy to Gear Up Students for School|
FRAMINGHAM, Mass.--(BUSINESS WIRE)--July 28, 2006--Staples, Inc. (NASDAQ: SPLS) knows that parents across the country welcome the back-to-school season with a secret, giddy anticipation. With thousands of children just weeks away from the start of another school year, Staples introduces its Back to School advertising campaign with commercials that marry one of the company's most memorable early commercials, "The Most Wonderful Time of the Year" with its hugely popular "Easy Button."
Leveraging Staples' signature empathetic humor, new 30- and 15-second commercials - titled "Spatula" and "Bills" comically play on the joys felt by parents and sorrows suffered by students with the arrival of the back-to-school season. Each spot demonstrates how Staples makes it easy and affordable to get kids organized and prepared for school. The commercials will begin to air nationally on Sun., July 30.
"When people hear the song 'The Most Wonderful Time of the Year,' they are likely to think of Staples and back-to-school," said Staples' Executive Vice President of Marketing Shira Goodman. "We are the destination for getting kids organized and prepared for the school year. The song and our Easy Button are both uniquely Staples - they remind busy parents, in a fun and memorable way, that we make it easy to get all the supplies their kids need."
The new "Spatula" and "Bills" spots, created by McCann Erickson, both showcase parents who view the annual rite of passage - children going back-to-school - as the "Most Wonderful Time of the Year." An Easy Button is pressed, and much to the children's chagrin, they are instantly transformed into neat, organized students ready for the school year, even while they are in the midst of summertime activities.
Throughout the spots, viewers see Staples' latest back-to-school organizational products - featuring bold new colors and trendy patterns for 2006 - which make it easy for parents to keep even the most style-conscious teens organized as they head back to class.
For additional information please visit www.staples.com/backtoschool
Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products company. With 69,000 talented associates, the company is committed to making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services. With 2005 sales of $16.1 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 21 countries throughout North and South America, Europe and Asia. Headquartered outside of Boston, Staples operates 1,786 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at www.staples.com.